With the festive season in full swing, Meta has unveiled findings from its study on prevailing festive trends. The study commissioned by Meta and conducted in September by consumer insights platform GWI, one of the leading consumer research platforms, sheds light on this year’s festive shopping trends.
Said Arun Srinivas, Director & Head, Ads Business (India) at Meta, “The study clearly shows that festive shopping trends in India are undergoing a dramatic shift with AI, adoption of quick-commerce, rise of micro influencers, and prevalence of regional language content playing a leading role in influencing festive purchases. On our platforms specifically, we are seeing strong adoption of all our key products this festive season - from AI powered ad formats to business messaging and Reels.The study also indicates that micro influencers with 10k to 100k followers are just as influential in driving festive purchases as macro influencers with 100k to 1 million followers. Among the shoppers who rely on influencers to discover brands, deals, and sales events during the festive season, 40% consumers are influenced by micro-influencers, 39% by macro-influencers, and 23% by nano-influencers (less than 10K followers), revealed the study. Additionally, regional language ads drive engagement during festive sales as over 3 in 4 consumers say it’s important for them to see advertising in their local language during festive shopping.